Copywriting

As a copywriter, I write headlines, payoffs, body copy and pretty much any other words that appear on a page. I've worked on everything from traditional display and banner ads, to digital assets like infographics, social media and content marketing pieces. Here are some recent examples. Obviously, all work depicted here is copyright of its respective owners and used solely for illustrative purposes.

Gate poster

This poster encourages visitors to a well-known tourist destination to purchase memberships as holiday gifts. I wrote the copy based on input from the account team.

Financial services print ad

This is one piece from a broader campaign aimed at health insurers and other third parties that could use life insurers' old application data to increase risk-sharing reimbursements and improve member wellness. Sounds complicated but the ad messaging isn't.

Display ad

Print insertion for a specialty insurer. I wrote the copy based on input from the account team.

Infographic/digital poster

Your risk of an income-interrupting disability is much higher than you think. This infographic makes the risks more understandable. I wrote it and worked with the art director and account manager to shape the flow of ideas.

Discrimination & EPL insurance claims

I conceived and wrote a series of four similar infographics about potential claims issues for Employment Practices Liability insurance. These were used in several formats to promote the coverage to SMEs and insurers.

Balancing work and caregiving

Family caregiving is a major issue for American workers, employers and insurers. Here's one of several pieces I wrote about the issue for Aetna's content marketing site, The Health Section.

The laptop will see you now

For most of us, the doctor-patient relationship is a unique human connection built on candor and listening. So what happens when your doctor is tap-tap-tapping on a computer, not making eye contact? I explored this issue in a content marketing piece for Aetna.

Financial services newsletter

I rewrote the heds and ledes, and copyedited this monthly email newsletter for a credit-scoring firm headquartered in Connecticut.

Financial services website

This unique website gives consumers the ability to look up the reason codes that appear on their credit scores and get plain English definitions of what they mean. The site also answers common questions, gives a glossary of important credit scoring terms and includes a short video overview (which I also wrote) of the credit scoring process. I wrote all the copy — aside from the specific explanations and glossary terms — and worked with the art director and interactive team to organize the content.

Social media

I often write copy for posts and images that appear in campaigns on social media channels — primarily Facebook and Twitter. These are a few recent examples. Obviously, all work depicted here is copyright of its respective owners and used solely for illustrative purposes.

Health Care Social Media

This is one of many image-based posts I wrote for the monthly Facebook campaigns for a local hospital.

Health Care Social Media

This is one of many image-based posts I wrote for the monthly Facebook campaigns for a local hospital.

Promoted post

Here's a recent promoted post I wrote for an insurance industry client.

Cartoon mascot takes the challenge

Trend spotting can help social media campaigns make an impact. Here's an idea I helped execute recently: Have a cartoon corporate mascot take the ice-bucket challenge. Facebook followers really responded.

Financial Services Social Media

A link written in the voice of "Dee" for an ongoing campaign for Defend Your Income. The site aims to raise awareness of the value and need for income protection. Linking this concept to current events — in this case, the World Cup — helps keep the conversation fresh and timely.

Financial Services Social Media

A link written in the voice of "Dee" for an ongoing campaign for Defend Your Income. The site aims to raise awareness of the value and need for income protection. Linking this concept to current events — in this case, the World Cup — helps keep the conversation fresh and timely.

Video

As a copywriter and as a journalist, I have wrote and occasionally starred in several videos. These are some recent examples. Obviously, all work depicted here is copyright of its respective owners and used solely for illustrative purposes.

Branded vid for cyclocross championship

I wrote this video, did the creative direction and the voiceover. It was used on site during the 2017 cyclocross championships in Hartford. The goal was to tie HSB's brand values to its support for the event. I did a similar video for the Hartford Marathon in 2016.

Reason Code 101

Here's a whiteboard-style video I wrote for a consumer-facing website that explains some common questions about credit-scoring. I wrote all the copy, conceived the basic structure and worked alongside a brilliant creative directorand client to cast and direct the voice-over. We also did a Spanish version, which I did not translate but did assist in helping to cast and direct.

Watching the Risks: Gatorland

For this segment of Insurance Journal's "Watching the Risks" series, I served as off-camera interviewer and on-camera gator bait by yanking the tail of an ornery man-eating animal, which you'll see right around the 3:58 mark. This remains one of the more popular videos on the magazine's video site.

What to look for in a jointer/planer combo

A video tool review I did for Fine Woodworking about very expensive machines that make wood flat, straight and even in thickness. Exciting stuff. For me, anyway.

Editing

As a staff magazine editor, I worked directly with authors to mold their stories into what I believe would best resonate with readers. I also was the principal photographer for my assignments, and worked with the staff art directors to decide how best to layout and present each article. Here are a few examples of stories I worked on during my days at Fine Woodworking. All work is copyright of the Taunton Press.

Fine Furniture from Reclaimed Wood

I edited and photographed this piece written by my colleague and friend, John Tetreault, a talented art director and furniture maker. Download the article here.

Built-Ins that Fit Like a Glove

I ghost-wrote, edited and photographed this feature on tips for installing cabinets tightly in confined spaces. Download the article here.

Newswriting

Good newswriting synthesizes different voices and experiences into stories that resonate with readers. Here are a few examples from several places I've worked over the years. Obviously, all work depicted here is copyright of its respective owners and used solely for illustrative purposes.

Tangled Up In Blue

This was a cover feature I wrote for the Hartford Business Journal about a massive new mixed use development in the heart of one of America's "best" towns. The story, which you can download, won an award from the Alliance of Area Business Publications.

Kidnap & Ransom Insurance

This feature story profiles the market for Kidnap & Ransom insurance coverage. Download a copy here.

Insurance Agent-Triathletes

This feature story looks at the increasing participation of insurance executives in triathlons. Download a copy here.

Advertorial

I have written all sorts of advertorials, guides, papers and brochures over the years. These are a few examples. Obviously, all work depicted here is copyright of its respective owners and used solely for illustrative purposes.

The Disability Divide

This report breaks down research from a trade group for disability insurers, focusing on knowledge gaps in the marketplace. I wrote the copy based on input from the account teams. Download a copy here.

Massachusetts Energy Summit

This was a program book for an event in Massachusetts. I edited and ghost just about all of it. Download a copy here.

Health Care Heroes

This was a special supplement to the Worcester Business Journal. I wrote the profiles. Download a copy here.